OSP: Marcus Rashford CSP

 Language

1) Make two lists - one of website conventions used on Marcus Rashford's official website and one of social media conventions found on Rashford's Twitter or Instagram pages. 

Website Conventions: Logo/brand identity

  • Navigation – menus

  • Central image

  • Multimedia features – e.g. video 

  • Social media links / integration

Social Media Conventions: Logo/brand identity

  • Bio (personal details/information)

  • Profile image

  • Background/banner image

  • Images and video

  • Online engagement/audience interaction


2) How does his website promote the Marcus Rashford brand?

Marcus Rashford has created a strong personal brand that merges different genres – footballer, campaigner / activist, influencer and celebrity.

3) What connotations can be be found in the homepage for Marcus Rashford's website (you can mention either the old or new homepage)?

His website shows him scoring goals which represents his job as a footballer. It also has pictures of him in an England kit to show he is playing football. There is also a picture of him in a suit to show his professionalism in politics and in his charity. This shows that his character not only includes his style on the field but also off the pitch and solving many world problems.

4) How does Marcus Rashford use his social media profiles to promote his brand and campaigns? Give at least three examples of different posts / images / design from his social media. 

Marcus Rashford’s online presence offers a real mix of representations – some reinforcing stereotypes of masculinity, footballers and race/ethnicity but at other points subverting them. 

He also looks to challenge stereotypes regarding poverty, age, people receiving benefits and social class.


5) How does Marcus Rashford's online presence use the narrative of his childhood upbringing to create a positive brand identity?


His online presence – particularly video content – emphasises his working class background, how hard his mum worked as a single parent and his own positive attitude towards hard work. This creates a narrative of success against the odds. He then uses this to drive his campaigning work on food poverty and reading as well as his commercial endorsements.

Representations

1) How does Rashford use different aspects of mise-en-scene (e.g. clothes/costume) to create very different representations of himself on his own website?

He wears a suit to show he is in the side of a politician.

He wears a football kit to show his passion and hardworking ethic towards football.


2) What representations of football or footballers can you find in Marcus Rashford's online presence? Does it reinforce or subvert traditional stereotypes of footballers?

3) What examples can you find of website pages, social media posts or aspects of the brand that create a positive representation of Marcus Rashford? You may wish to comment on his discussion of family or his campaigns - his page on the FareShare campaign website may help with this question.

4) What representations of masculinity can you find in Marcus Rashford's online presence? Does this reinforce or challenge traditional gender stereotypes?

5) What representations of race/ethnicity can you find on his website or social media? Does this reinforce or challenge media stereotypes? 

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